Markup

How much a retailer increases the price over what they paid for it (which is how they make money to pay for their costs and hopefully make a profit).

Shown as an amount, or as a percent of the price the retailer paid.

Example: GoodSports buy soccer balls for $10.00 each and sell them for $14.50
The markup is $4.50 (=$14.50−$10.00) or 45% (=$4.50/$10.00 as a percent)